From contributing to the provision of an enhanced range of customer service solutions to building an intricate understanding of precisely how to manage the social perception of your brand, developing and implementing a comprehensive digital public relations (PR) strategy can benefit your business in a variety of ways.

Digital PR and social media success
Businesses of all sizes operating across a range of industries and sectors are clamouring to understand how to use social media to their advantage. Identifying innovative ways to stand out from the competition in an increasingly competitive and fast-paced digital landscape is becoming more important, particularly as new socially-focused brands appear to compete for both followers and space on already busy news feeds.

As ensuring that your PR and social media teams maintain a close relationship could be the thing to give your business the edge at a critical moment, focusing on implementing an approach to public relations that is fully integrated into your digital strategy is now a non-negotiable component of success.

Multi-channel messaging
Editorial calendars have been used by print and online publications for decades. If you have already implemented an internal editorial calendar and regularly use it to ensure that your pitches and news articles are in order, expanding it will give you additional control over the social perception of your brand. If you aren’t currently using one, now is certainly the time to create one.

When used correctly, your editorial calendar will help you to keep your brand messaging consistent across every single one of your content channels. Encouraging a close relationship between your public relations and social teams will ensure that your content is delivered to the right segments of your target audience and appropriately spread across your major channels. This will ultimately contribute to an effective digital strategy that will drive tangible and meaningful results in return for your efforts.

Managing a crisis
Word travels fast in the online world, so you need to know exactly which steps you need to take if a crisis arises. In addition to flagging up small issues before they develop into a major problem that might be difficult to resolve, social managers will also have intricate knowledge that public relations teams can use to diffuse potentially tense situations.

With the ability to monitor customer reviews and provide analysis of real-time feedback related to the current social perception of your brand, your social media team can alert your PR team to any downward trends that might have negative repercussions. This information will ensure that public relations teams are equipped with accurate up-to-date information that they can use to appropriately and efficiently address the situation at hand.

Key takeaways
Integrating your public relations strategy into the online space will provide an array of opportunities that you can capitalise on to further the success and the growth of your business. Although this might initially appear like an overwhelmingly complex task, as modern marketplaces are lively and highly competitive, your business is guaranteed to experience significant rewards for your efforts.